In early November 2008 at a retreat center just outside Austin, Texas, a group of just over one hundred executives, business owners, consultants and academics answered John Mackey’s invitation to talk about serving the world through the vehicle of business. The event was called the Catalyzing Conscious Capitalism (C3) conference, and was the first public gathering around a theory of business inspired by the leadership of John Mackey, the CEO of Whole Foods Market. The two